Evaluating Sainsbury's CSR Initiatives & Their Influence on Consumers

This research project investigates the extent to which Sainsbury's Corporate Social Responsibility (CSR) initiatives influence consumer choices. It begins with an introduction to CSR, highlighting its role in sustainable development and balancing social, economic, and environmental imperatives. The research aims to determine the relationship between Sainsbury’s CSR and consumer behavior, with objectives including identifying the significance of CSR initiatives, evaluating their influence on Sainsbury’s consumers, and determining the specific relationship between CSR and consumer behavior. The research questions explore the significance and influence of CSR, and the relationship between Sainsbury’s initiatives and consumer behavior. The methodology employs an inductive approach with qualitative research, utilizing both primary and secondary data collection methods. Data analysis will be performed using qualitative analysis techniques, and random sampling will be used to select a sample of 30 from a population of 50. Ethical considerations, such as maintaining confidentiality, will be adhered to throughout the research process. The project concludes with a timeline of research activities, outlining the duration and start/end dates for various tasks, from topic analysis to data collection and analysis.

Research Project
To what extent does Sainsbury’s corporate social responsibility initiatives influence
consumer choices?
1

Contents
1. Introduction..........................................................................................................................3
2. Literature Review.................................................................................................................5
3. Methodology.........................................................................................................................7
4. Timeline of Research Activities...........................................................................................9
References...............................................................................................................................11
2

1. Introduction
Corporate Social responsibility refers to the business approach which provides their
contribution to the sustainable development so that they can deliver maximum benefits which
include economic, social or environmental and these benefits are related to the stakeholders.
CSR is a concept which has a numerous concept along with the practices. CSR assist in
addressing or analysing the diversifying concepts or topics which include human rights,
health or safety, corporate governance, working condition along with the contribution which
is associated with the development related to the economy. The main purpose of Corporate
Social Responsibility assists in driving change towards the sustainability.
Background
Corporate Social Responsibility states the management concept whereby the business entity
which assists in integrating the concerns related to social or environmental in the operational
activity of the business entity along with the interactions with the stakeholders of the
company. CSR assist in creating the way by which Sainsbury can make a balance among the
imperative whether it is social, economic or environment and on the basis of that they
become successful in fulfilling the expectation of stakeholders as well as consumers (Tai and
Chuang, 2014). CSR assist in providing the appropriate and effective distribution which help
in creating the value and reduce the poverty level as well as decrease the unemployment
level. This will help in enhancing the reputation of the business entity which assists in
attaining the goals and objectives.
Research Aim:
To determine the relationship between Sainsbury’s Corporate Social Responsibility initiatives
and behaviour of the consumer.
Research Objective:
 To identify the significance of Corporate Social Responsibility initiatives.
 To evaluate the influence of Corporate Social Responsibility on the consumer of Sainsbury.
 To determine the relationship between Sainsbury’s Corporate Social Responsibility initiatives
and behaviour of the consumer.
3

Research Question:
Question 1 What is the significance of Corporate Social Responsibility initiatives?
Question 2 What is the influence of Corporate Social Responsibility on the consumer of
Sainsbury?
Question 3 What is the relationship between Sainsbury’s Corporate Social Responsibility
initiatives and behaviour of the consumer?
Rational
What is the issue?
The main issue generates while adopting the CSR policy as it requires the shrinking role of
regulatory bodies along with the demand related to the greater disclosure. CSR assist in
maintaining the relationships with the supplier. Along with this, it increases in the
competition in the labour market.
Why is it an issue?
It is the main issue because it increases the competition in the labour market and by that
supplier maintain the relationship. This assist in increasing the consumer interest and by this
choice of the consumers affected. That’s why it is the main issue.
Why is it an issue now?
In the present time, it is the main issue because individuals require the appropriate quality of
the products and this can be provided by the business entity when they are adopting
appropriate policies which are prepared by the ministry bodies.
Hypothesis
H0: Corporate Social Responsibility having a positive impact on Sainsbury.
H1: Corporate Social Responsibility having a negative impact on Sainsbury.
4

2. Literature Review
According to United Nations Industrial Development Organization (2018), it has been
analysed that corporate social responsibility is a concept which is related to management and
assists in attaining maximum benefits such as increasing the access to capital along with the
market, boosts the level of sales as well as profits. When Sainsbury implements the CSR
policy then it helps in increasing the savings related to operational cost as well as improve the
brand image and reputation as well. A business entity improves the corporate prestige which
aids in fulfilling the responsibility. As per the viewpoint of Saravanakumar and Sakthi
(2014), it has been examined that CSR help in promoting the impression of consumers as
well as raise the level of trust among Sainsbury and customers which have an impact on
purchasing behaviour.
Significance of Corporate Social Responsibility initiatives.
In the lights of Double the Donation (2017), it has been depicted that Corporate Social
Responsibility initiatives assist in describing the efforts of the company in developing the
society. CSR is important and essential for the company as well as employees. CSR delivers
the maximum benefits to the corporations which include raising the brand image in front of
the public as well as increase the media coverage. Along with this, implement of CSR in
Sainsbury help in boosting the employee’s engagement and attract and retain investors for a
long time. There are some benefits which are related to employees offered by implementing
CSR in Sainsbury includes provide a positive environment in the workplace as well as
encourage the growth whether it is personal or professional.
Impact of Corporate Social Responsibility on consumer of Sainsbury
As stated by Raman, et. al. (2012), it has been analysed that Sainsbury having a capability or
potential in attracting more consumers by providing or delivering the better-quality products
as well as unique identity products. Quality assist in attracting more visitors and for that, they
have to deal with CSR in Sainsbury which assist in attaining maximum benefits. The
performance of the organisation depends on the initiative of corporate social responsibility
and on the basis of that they become successful in increasing the loyalty of consumers. It
assists in ensuring the long-term sustainability along with the maximisation of shareholders
value.
5

6

The relationship between Sainsbury’s Corporate Social Responsibility initiatives and
behaviour of consumer
As commented by Wu and Lin (2014), it has been evaluated that corporate social
responsibility connotes the Sainsbury in fulfilling all the obligations whether it is economic
or legal. Along with this, they have to fulfil all the duties and responsibilities which are
associated with protection as well as enhancement of society. The purchasing power of the
consumer states the current activities related to purchasing of the product with their intention
as well as willingness. When company implement CSR in Sainsbury then this will have an
adverse impact on the buying behaviour and by that success can be attained.
7

3. Methodology
In this research, the researcher can adopt numerous methodology which assists in collecting
or gathering of data or information which assist in attaining the goals and objectives. The
different methodology which researcher can utilise in research includes research approach,
research design, philosophy, sampling, data collection and data analysis. Along with this, the
researcher can use ethical consideration, limitation, validity or reliability. Research
Methodology is the appropriate and systematic process which assist in analysing the practical
part of the research. In the research, the researcher used the various methods or principles
which are theoretical in nature and that will help in calculating the branch of knowledge
(Smith, 2015).
Research Approach: It is a plan along with the procedure which consists or include the
various assumptions to all the detailed method of collection of data, analysis or interpretation.
From this, nature of research problem easily addressed. It is classified into two parts that are
inductive or deductive. Inductive approach aid in developing the theory as well as prepare the
appropriate pattern related to meaning according to a collection of data. In the inductive
approach, a gathering of data or information is used to explore the phenomenon and on the
basis of that themes can be identified as well as create a framework as per the concepts.
Another approach is the deductive approach in which all the premises are true and on the
basis of that conclusion can be provided. In the deductive approach, data collection method
helps in evaluating and analysing the propositions as well as a hypothesis and that is
associated with existing theory (Jackson, 2015). In this research, there will use inductive
approach.
Research type: It assists in collecting, analysis and interpreting the appropriate information
or data which is related to the business problem. Research is classified into two that is
qualitative and quantitative. Quantitative research describes, infers as well as resolve all the
problems by using numbers. It is the computation of numerical data and on the basis of that
summary of data can be provided. Qualitative research depends on the non-numerical data as
well as feeling, words or emotions. It is reliable for the data to the collection (Larsen-
Freeman and Long, 2014). In this research, qualitative research type will be used for
conducting effective research.
8

Data Collection Method: This method is helpful in collecting the information as it is a
systematic process which succour in extracting the data which is useful for the researcher by
utilizing the appropriate resources as it is helpful in identifying the appropriate solutions for
the hurdles which are facing in conducting research or attaining outcomes as well as
hypothesis (Stage and Manning, 2015). In this research, the researcher is using both primary
as well as the secondary source. Primary source provides the first-hand information and it can
be collected by preparing questionnaire, interviews or observation. Secondary source help in
collecting second-hand information and it can be collect by articles, journals or websites.
Data Analysis Method: After gathering of data or information, data need to be analysed as it
assists in describing or examining the data with the appropriate purpose of gathering useful
data. This method assists the researcher in making a correct and effective decision. Analysis
of data can be done in a different type of research whether it is qualitative or quantitative. In
the quantitative research, statistical data analysis can be done whereas, qualitative can be
done by preparing different themes on the basis of information which was collected from
different samples (Neuman and Robson, 2014). In this research, for the analysis of data, there
will be the use of qualitative analysis technique.
Sampling Method: It is a process which assists in collecting appropriate information by
selecting the groups from the population in the given study. Sampling is done only from
targeted population. Sampling is categorised into two parts include probability or non-
probability. The sampling can be done by the various methods which include random,
stratified, cluster or systematic sampling. In conducting effective research, the researcher
needs to choose an appropriate method of sampling to collect the information (Etikan, et. al.,
2016). In this research, random sampling will be used. From the population of 50, a sample of
30 will be taken into account through random sampling.
Ethical Consideration: It is the important and essential methodology of research as it assists
in creating the standards or norms. In this research, the researcher will maintain the
confidentiality of the information related to research as there will be no disclosure (Ary, et.
al., 2018).
In this research, the researcher will be using qualitative technique and for the collection of
data, both primary and secondary source will be used. From the 50 samples, 30 samples will
be chosen by using random sampling.
9

4. Timeline of Research Activities
Activities Description Duration Start date End date
Identification of
topic to conduct
research
Analysis of market
needs to be done which
help in identifying the
topic and by that best
and effective research
can be data as well as
appropriate data can be
gather
4 Days 13.02.2018 16.02.2018
Analysis of topic After identifying the
data, analysis or
evaluation to be done
on the research topic
so that data or
information can be
gathered in a better
manner
2 Days 17.02.2018 18.02.2018
Set research aims
and objectives
After analysis, aim and
objective can be set by
using research topic
2 Days 19.02.2018 20.02.2018
Literature review Then, on that topic
review of different
authors can be taken
6 Days 21.02.2018 26.02.2018
Research
methodology
After literature review,
appropriate and
5 Days 27.02.2018 4.03.2018
10

effective methodology
needs to be used
Data Collection
and analysis
For the collection of
data, the researcher
should collect data or
information by using
appropriate source
whether it is primary
or secondary. And
after collection of data,
analysis needs to be
done
7 Days 5.03.2018 11.03.2018
Conclusion and
Recommendatio
n
Then after data
collection, a summary
of all research should
provide and on the
basis of that
recommendation needs
to be delivered.
4 Days 12.03.2018 15.03.2018
Gantt Chart
11

12